Author: Andrew Rogerson / Source: Marketing Insider Group Forward-thinking B2B firms are using interviews, surveys and editorial advisory
Forward-thinking B2B firms are using interviews, surveys and editorial advisory panels to improve their content marketing programs.
Here’s an opportunity that shouldn’t be spurned. The very people that you are trying to reach through your content marketing programs are willing to be active participants in the process. To be clear: your clients want to become co-creators.
How do we do know this for sure? Because they told us.
In the Grist Value of B2B thought leadership survey C-suite respondents from FTSE 350 firms were asked what type of content would prove most useful in the future. An astounding 80 per cent said they wanted to read, watch and listen to material that they – and their peers – were involved in developing. Presented with such an invitation, it would be impolite to turn it down.
There are three core ways to involve them:
1. As an interviewee
Interviewing clients as part of the content creation process is a great way to get up close and personal with an existing client or future prospect. Face time with client and an end product, be that articles, case studies or client profiles.
However, the interview must be handled with care. Treat the client with respect by sharing the purpose of the interview, intended outputs and questions ahead of time and detailing how the approvals process will work. And approach the task with journalistic rigour. Do your research and have an idea of the story you want to tell before you start. And, as we’ve pointed out before, ask open-ended questions – of the Who? What? When? Where? Why? How? variety – rather than those that will merely elicit a ‘yes’ or ‘no’ answer.
Finally, try to conduct the interview face-to-face if possible. It will add ‘colour’ to…
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